What Coco Gauff’s New Collab Says About the Power of Gen-Z…see more

This Coco Gauff-American Eagle Collab Says a Lot About Marketing to Gen-ZWith a new fashion line, the retailer is doubling down on the 20-year-old tennis star.

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At first blush, American Eagle’s new clothing line with tennis star Coco Gauff, which launches today, feels like a fairly standard collaboration between a consumer brand and a cool celebrity. The collection, featuring tops and a denim skirt, jacket, and jeans, is part of American Eagle, or AE’s, fall marketing campaign and extends the retailer’s relationship with Gauff, who appeared in a spring 2022 campaign.

But Gauff’s design debut sits at the intersection of two developing stories in the world of business: the influence of the Gen Z consumer and the rise of female athletes as a force in marketing. “Gen Z is the ultimate hustle generation. They don’t want to be defined as just an athlete or just an activist, or just a patriot or just a business person